According to a recent Mzinga and Babson survey, 84% of professionals worldwide do not currently measure the ROI of their social media efforts. Pretty shocking considering today’s economic environment and the enormous pressures placed on marketers to deliver more with less. However, as is the case with any new medium, many marketers are experimenting with social media and are still, for the most part, trying to figure out how social media fits into their overall marketing efforts. As a result, measurement is often overlooked.

Therefore, when a company creates a unique and interesting program and takes the time to measure its success, it is important to share the inside scope so we can all learn. One interesting example is what Mint.com recently did by combining the power of email marketing with social media.

Launched in 2007, Mint.com has quickly become America’s No. 1 online personal finance service. Mint’s intelligent and easy-to-use approach to money management has quickly attracted more than 1.5 million users to date. Given its online audience and technologically savvy user base, Mint.com recently turned to the power of email marketing and socialized it to further drive new customer acquisition.

So what did they do? Working with StrongMail (disclosure – I currently sit on the board of directors at StrongMail) Mint.com took the time to understand user motivations and tested a series of incentives to encourage existing email subscribers to “invite” others within their social network (email, facebook, twitter, etc.) to join Mint.com. The winning campaign – one that not only encourage the most sharing but drove the most conversions -- appealed to Mint.com’s existing users by providing them “insider status” through access to beta features and products prior to their roll-out to general users. In the end, the campaign drove one new user/customer for every 2.6 invite clicks – impressive. While the testing of various offers was insightful, the ability to drive new users/customers and to tag existing users as “influencers” (based on their sharing activity, conversion rate and desire for insider knowledge) was even more impressive.

If you’re interested in learning more about the Mint.com case study check out my column or you can register for the upcoming DMA/PMN Social Media Spotlight event where StrongMail will be presented the case study in-depth. Details about the event can be found on our website. Space is limited so act now.

‘Til Next Time

Weather has been pounding much of the country over the last few days, canceling hundreds of flights and delaying many more.  If you were one of the millions caught in the mess, I feel your pain. Traveling is not easy, nor is the airline business.  But I often say, it’s not the inevitable weather delays that cause the most frustration -- it’s how an airline chooses to handle the situation and communicate with its customers.  There have been many instances of what not to do, like the infamous JetBlue situation a few years back that uncovered massive holes in their communications capabilities and operations and eventually resulted in JetBlue’s customer bill of rights.  One airline that has impressed me with its communications lately has been American Airlines. 

 

What does American do right?  First – the email communications program has been proactive. Maybe it is because I’m a gold member, or maybe not, but I’ve been surprised to receive apologizes after delays and, in some cases, bonus miles for my trouble – wow.

 

Next – I recently received a phone call from Amercian’s President’s office asking me if there was anything wrong.  What?  When does that ever happen?  You see, I used to do the NY/Dallas route pretty often and that stopped after I left my last employer.  After about 6 months they called asking why they haven’t seen me and if there was anything wrong.  Wow, again! And guess what? When it’s time to book my travel for board meetings out in CA, guess which airline is in the mix? Yup, American.    

 

The latest example of American’s impressive communications program was the Holiday email I received last week.  The email thanked me for my business this year and included a small token of their appreciation, along with 3 wishes for me.  After clicking, I landed on a personalized page which had three cards for Peace, Hope and Joy.  Each included a warm message along with the opportunity to earn bonus miles for donations made to three worthy charities.  Peace included bonus miles for donations made to Operations Care Package.  American Airlines customers have donated over $1.1 million or 50,000 care packages delivered to American’s men and women in uniform as they strive for peach on earth.  Hope included bonus miles for donations made to Susan G. Komen for the Cure, of which American Airlines is the official Airline and their first ever lifetime Promise Partner.  American Airlines customer shave already contributed more than $600,000 this year to the Susan G. Komen for the cure through the Miles for the Cure program.  Last was Joy, to benefit American’s miles for Kids in Need, which helps provide transportation to worldwide for a variety of important children’s causes.  Over the past year, American Airlines’ customers have donated over 30 million unused miles for the cause. 

 

What a great example of a company using email communications to not only thank its most loyal customers for their business, but to also encourage its customers to participate with their brand in a series of worthy causes. A few more good reasons to fly - now that’s the holiday spirit.

Tell us what you think.  Do the airlines get it? 
 

‘Til Next Time